DETROIT, MI - An iconic Volkswagen car was unveiled Monday afternoon in concept form at the North American International Auto Show in Detroit with a bold design and name that's hard to forget.

Check out the Beetle Dune concept car in the photo gallery above; it's a rugged vehicle with a 155kW/210 hp turbocharged and direct-injection gasoline engine that gets an estimated 23 mpg in the city (28 mpg highway).

Company officials said during its world premiere Monday in Detroit that everything about the car is feasible, so it appears to have good chance to eventually end up in production. The photos above show a Beetle Dune in "Arizona" color - a yellow-orange metallic.

"It’s a real sports car," said Michael Horn, Volkswagen of America's CEO. "It’s my personal favorite. It’s really the highlight of the show. I got one in my garage in Germany, so what else can I say?"